Ponte Vedra, Fla. Years ago, when Clifford Roberts, the long-time major domo at Augusta National, was asked by a reporter to comment on the changes made to the famed course, he stared down the questioner and said — “We do not make changes sir – we make improvements.”
Such a terse reply showcased a clear rebuttal and was delivered with total certainty.
Yet seeking change alone does not constitute actual improvement.
However, it’s critical to point out Roberts’ reply was grounded on the factual reality he controlled all of the main variables when conducting the Masters each April.
Enter the picture Brian Rolapp and a far more complex reality presents itself.
Rolapp’s hiring last June as CEO / Commissioner of the PGA Tour was clear acknowledgement internally that the existing structure of the most impactful global pro golf league was in serious need of a comprehensive overhaul.
The push from LIV Golf clearly forced the hands of the PGA Tour to implement a number of improvements but more are most certainly being contemplated.
The hiring of the former National Football League (NFL) executive was a clear admission that something additionally was indeed broken and needed fixing.
Rolapp worked for the NFL for 22 years and since 2017 was Chief Media and Business Officer. He was on the front lines in keeping the NFL front and center. The 53-year-old accepted the golf position and there’s little to no doubt he did not leave the NFL simply for a change of scenery and keeping the existing structure of the PGA Tour in place.
How seismic will the moves be under Rolapp’s stewardship?
Just keep in mind the contents of an open letter Rolapp sent to golf fans after being appointed PGA Tour CEO. He revealed his “goal as CEO is to honor golf’s traditions but not be overly bounded by them.”
Put in simple terms — Rolapp’s resolute resolve can be truncated to two words — buckle up.
On the eve of last week’s flagship Players Championship event, Rolapp came out from behind the curtain and addressed an audience that exceeded 1,000 at Tour headquarters. The outlines of the “new” PGA Tour hit the launch pad albeit with a number of key details still to be outlined.
“We went into this project with a very clear objective,” Rolapp said of the Future Competition Committee that was announced last August. “To build the best version of the PGA Tour.”
The seriousness of the effort became clear last year.
Tiger Woods serves as the chair person of the recently formed (August of last year) Future Competition Committee and the synergy between the background of the new CEO and the 15-time major champion was apparent — they are not working on maintenance but a clear overhaul. It’s not about fixing the engine but getting a new car.
So what’s the game plan?
First, the PGA Tour season will be truncated — from 45 events now to a condensed likely total between 21 and 26 on a first track of elevated events. Why do that? Rolapp realizes golf will always be a niche sport. It cannot command meaningful entertainment value in its present form so therefore must be re-packaged to excite a range of key stakeholders -broadcast networks, sponsors and golf fans – both existing and prospective.
Presently, the Tour commences while the NFL season is still in full swing. That will likely change to a different time frame. Such a realization is not a new reality. The Tour opted to move its crowning end-of-season event – The Tour Championship — from the end of September to the beginning of the month during the Labor Day holiday weekend.
Rolapp understands completely the colossus that is the NFL. Any sport attempting to provide counterprogramming during its extended season will take a clear backseat and face near total invisibility.
Beyond the formidable power that other sports command, Rolapp must successfully navigate the minefield of deeply rooted stakeholders within the PGA Tour orbit. Each realizes that in this game of musical chairs they don’t want to be the one with no seat to sit when the music stops and the final plan is implemented.
Rolapp is well aware while each group professes a general interest in the future operations of the PGA Tour the focal point for each comes from the narrower lens of pure self-interest. That’s the pathway that Rolapp must navigate.
At the end of the day, the PGA Tour is an entertainment vehicle. That vehicle is measured strictly in eyeballs. Rolapp is well aware the Tour’s television deal is good through 2030. He is astute in knowing that failure to re-shape what the Tour offers will only mean a diminished contract and that in turn will work its way to the golfers competing. Higher purses don’t happen by magic or wishful thinking.
Rolapp sat on the negotiating side for the NFL and you can be sure that when he sits at the table when the PGA Tour is speaking with its network partners, he will have some key points so that his bargaining position comes from a place of enhanced leverage. His awareness on the climate today was “A dynamic time in media.” If you’re in the sports business it behooves you to put your house in order, as much as possible” said Rolapp.
Rolapp’s hiring is also a statement that the past fixation on Tiger Woods as a serious competitor is over. Frankly, it’s been over for a decade given the range of injuries and corrective surgeries Woods has faced. Yes, there was the amazing win in the 2018 Tour Championship and the follow-up the next April at the 2019 Masters but the continual belief that Woods would return to centerstage and return with his former dominance was a pipe dream.
Rolapp understands thoroughly the success of the NFL is not the singularity on one specific player or team but on the collective branding of the entire organization.
The full details of what the “new” PGA Tour will be in 2027 and beyond were only partially outlined.
Here’s what’s likely —
The Tour will both cut down and reposition its yearly schedule. Now there’s 45 total. At the highest level will be 21-26 first tier events. Signature events will double from 8 to 16. The exact status of all the other tournaments is still being discussed with no final action imminent. A second track of tournaments will also be put in place and ladder up to those elevated events.
The season will be truncated — likely commencing in the mid-to-late January time frame with a marquee event on the west coast and televised in prime time for those located on the east coats of the USA. The schedule would then continue early September.
Given the new schedule, elite players will be competing frequently. Do the math and it’s quite clear what’s in store. Between mid-January and September 7 there are approximately 235 days. That amounts to roughly 33 weeks. Players will then have to schedule themselves accordingly. How many events a player must play is not set in stone. In years past – players frowned upon being told where and when to play. In the years ahead — the inducement of much higher purses could be the tipping point in securing willing participation.
The PGA Tour will need to demonstrate to sponsors that they will be getting all of the key players. In the past – no such guarantees were made. In this era of $8 and $9 million purses with some reaching $20 million – it makes no sense for sponsors to keep forking over such large sums and then having the Tour pushing for more investment without getting a superior field of players to justify that expenditure.
Like any game of musical chairs — certain events will remain but be relegated to lesser importance or, worse yet, terminated. The two events that kicked off the season in Hawaii appear likely to be casualties. Expect others to follow. While Rolapp acknowledged there will be “a place for most of our events in our new model,” — the key operative word is “most” as that leaves the door open to others no longer being involved. However, being the smart executive he is, Rolapp mentioned he was not going to “surprise anybody — we’re not going to surprise our sponsors — (and) were certainly not going to surprise our members.”
Creating more certainty is central to securing buy-in and Rolapp acknowledged that in his comments. “They need to plan their lives — that includes our sponsors.” The expected time line arrival for all of this to happen? Rolapp stated it clearly — “To do that the right way — it takes some time. It’s hard to design and hard to implement. We want to make sure we do it the right way.”
Smaller-size communities may be on the chopping block and either be moved to a lesser status or dropped entirely. The PGA Tour now stages events in only 4 of the top 10 markets in the United States and Rolapp indicated a desire to include such locations as New York, Washington, D.C., Chicago, San Francisco, Philadelphia and Boston. Rolapp said it succinctly – ‘You go where the people are.”:
The PGA Tour will provide for a more fluid movement of players. In simple terms, relegation similar to what one sees now with The Premier League is likely to happen. A two-track system will be in place. Clearly, such a bold move will not sit well with the middle-of-the-pack journeyman players but the previous desire to placate the mediocre with the stars does not sell with networks and sponsors. As Rolapp stated – he understand past practices but he’s not bound to them. But one thing is certain as he stated — “Meritocracy is our greatest strength.”
Field sizes will be limited to 120 players, so rounds can finish on time. Cuts will be maintained. The emphasis on meritocracy is central in rising the level of play.
What’s left to be outlined is how the confusing and less than satisfying Fed-Ex Cup Playoffs are fixed.
The Playoffs have been so convoluted with more changes carried out than Michael Jackson face-lifts. The awarding of points from weekly events has been a head-scratching formula for broadcasters to explain and fans to understand.
How silly was it when stroke allocations were in place (2019-2024) prior to the start of the Tour Championship? That was a sore point with players and was a compromise without any serious merit. Rolapp indicated the need for a “compelling competition” that both members and fans care about. To date, the Tour Championship has not delivered that excitement.
Rolapp did not rule out some connection to a match play format in some fashion but nothing of specificity was outlined. He did say that three events will remain as part of the actual playoffs.
In sum – Rolapp was adamant his main brief is a simple one — “Make the PGA Tour better – that’s my brief. That’s where I am focused upon.”
As the famed Chinese proverb outlines — the longest journey begins with the first step. That initial step has been taken. All eyes will be watching when Rolapp gives an updated report in late June at The Travelers Championship in Connecticut.
Make no mistake about it — there’s a new leader in Ponte Vedra and his resolve is resolute.
Stay tuned.
